Summary: 10+ years’ experience in external communications & PR with upmarket international brands and companies. Integrated cross-channel PR practices, tailor-made online communication strategies - including SMM, Influencer Marketing and ORM elaboration, KPIs on brand awareness (OTS), share of voice and consumer engagement across all media formats. Digital channels performance through consumer journey touchpoints: awareness, consideration, preference and purchase. Leveraging owned, earned and paid communication channels with ROI and insights. Press-office management. Traditional and New Media mix.Collaborations & special projects Affinity to premium/luxury segments. Fluent English, native Russian. French – intermediate. Core Competences: • Digital transformation in marketing communications and PR • Press office: news generation & communication, media relations, new & traditional media mix strategy, Communities Performance. • External communications under regulated market restrictions • SMM, Paid Social, Targeted Promo, Bespoke Content & Global Assets Customisation • Influencer Marketing, UGC strategy, KOL & co-promo collaboration strategy • Online\offline brand experience: PR storytelling, events and sponsorship, consumer value proposition • ORM, SERM, Issue Management, Consumer Voice Tracking, Influence Agents, Social Media Listening & Care. Business Experience: Lead digital transition in PR & brand communications. Areas of responsibility: PR, SMM, online user-native content, influencer marketing, ORM, paid social, targeted promo. • Innovative PR practices across online & offline channels. Producing consumer-native content, online press tours and events. Interactive user activations. • Owned social media channels elaboration in line with consumer-centric approach aiming at users’ awareness, consideration and preference. • SMM content and targeted promo strategy across multiple KPIs: reach, engagement, traffic (e-commerce support). Social media listening, user queries processing. • State-of-the-art online PR & brand experience campaign “The Joy of Cooking” for NEFF – influencers as content generators, UGC, cross-posting and streams in owned Communities. Influencer.ru platform rollout. • Buzz for new launches. Opening PR campaign for the first Bosch brand store in Russia. • ORM: online brand and product rates raising/elaboration. Consumer voice tracking (Youscan) and processing. Product reviews and issues management on behalf of the brand on partner marketplaces. • SERM. Consumer testimonials\reviews on external platforms (i.e. yandex.market, otzovik). 1) Bosch and NEFF Instagram Communities growth (doubled YoY); 2) Bosch FB, Instagram and VK Communities performance – SAPP and Engagement Rate increase. 3) Product rates raised. 4) OTS increase for Bosch Brand Store activations. 5) Consumer Engagement growth.

• Alter Ego Project Group omni-channel campaigns worldwide. New & traditional media, special events, SMM, digital content, partnership programs, press relations. • ALTEREGO Milano – Italian bespoke luxury travel accessories – launch and communication strategy. Global content, PR, media relations and VIC communication. Seasonal off-site promotional venues, digital platforms, eCRM (lookbooks, newsletters), concierge service for HNWI clients. • Cross-country team management (3 subordinates). Budgets allocation. Agencies pitching. • CEO activities towards media – interviews, public speeches • Alter Ego Private Atelier launch in Africa (Abuja, Nigeria). Inaugural opening with boosting PR, digital activation and Rolls-Royce collaboration. • Identifying opportunities and developing co-branding & cross-promo partnerships with third parties - Russia, Europe, and Africa.

Brand communications on the regulated market. Brand portfolio: the Macallan, Courvoisier, Jim Beam, Highland Park, Laphroaig, Brugal, Maker’s Mark, The Famous Grouse and Bols. • Media-to-Consumer part of A&P budgeting. Media deals. PR ROI. Cost-effective synergy of overall media investments – free of charge PR increase. • Best PR practices for luxury alcohol brands within dark market - legally restricted environment. SOV and OTS increase in media. • Global PR campaigns localisation & CSR/charity initiatives support in RU market. Press-tours and press events. • Buzz for owned events, on-trade activations, new launches and limited editions. • Press-office and media relations: KOL (influencers), press & PR partners’ pool management. Agency management. • Co-branding and sponsorship events. • MXR GM & brand owners activities towards media. • Compliance control over communication assets in accordance with legislative regulations and local policies. Achieved: 1) The Macallan Masters of Photography recognised as the benchmark project on the Russian premium alcohol market. 2) PR ROI increased threefold 3) SOV increased threefold 4) Excellency in PRt rate delivery (0.8-1) – content quality improved in all media channels 5) Best PR practices delivery within heavily regulated market in full compliance with legal requirements.

Communication strategy, KPIs, annual budgets, integrated PR campaigns for Gillette RU brands.

Sociology, Sociology, PH.D

Faculty of the English Language, Linguistics